Travelodge has referred Premier Inn to the Advertising Standards Agency over claims that it is the ‘largest hotel operator in London’.
In recent Olympics-related adverts featured in trade publications Property Week and Estates Gazette, Premier Inn claimed to have 5,500 rooms in London.
Travelodge says it believes that the figure of 5,500 “significantly overstates the true status of Premier Inn in the capital.”
It says its own research indicates Premier Inn has 4,853 rooms within London.
In the letter to the ASA it adds “Travelodge has 5,092 rooms open at present in London and it is our understanding that the Thistle brand presently has 5,422.”
Travelodge managing director for development Paul Harvey said: “I was rather surprised when I saw the Premier Inn advert claiming that they are the biggest hotel operator in London when, simply put, they are not.
“This advert has misled developers into believing that Premier Inn is bigger than it actually is and has growth prospects which again, are not based in reality.
“Travelodge has exchanged on a further 22 properties in London that are set to open by the time of the Olympics, giving us 7,302 rooms.”
In a separate development, Premier Inn has announced a joint venture with Dohaland to bring the Premier Inn brand to Qatar. A 200 room budget hotel is to be built at Doha Education City.
Internationally, Premier already has a hotel in India, three in Dubai and another two under development in Abu Dhabi.
by Debbie Ward
